Nike Digital Strategy is based on three areas: digital brand connections, to interacte with a consumer on a one-to-one basis digital sports and services, to do things like the FuelBand (also advanced In-store services) digital commerce, to provide greater access to the brand

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In 2010, Nike created a digital division called Nike Digital Sport with now 200 employees Nike Digital Sport is a cross-category division that enforce the Nike+ idea -- chip-enabled customer loyalty The new unit provides skilled resources, budget, and coordination across the enterprise

Goals: to think holistically about physical and online products and develop new digital capabilities and innovations to investigate new digital technologies and practices to identify potential applications in products and customer engagement to create a unified consumer experience through synchronized operations to respond to - and even shape - rapidly-evolving consumer preferences to go further on developing new devices and technologies that allow sports users to track their data: personal statistics in any sport activity in which they participate

This efforts are part of a global complete marketing approach that comprehends the power of tech, big data and social media marketing various 360 degrees channels

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after a decade of growth, its sales have reached $21 billion, making it the world's largest sports company, a full 30% bigger than closest rival Adidas

the purchase of any Nike product needs to be the beginning of the relationship with the consumer

Nike's digital future is likely to involve more personalization, is how digital technology will enable even more potential for Nike and consumers

Nike will expand its footprint in the digital space, especially through partnerships, to attract startups to build on the Nike+ platform

It’s a functionally integrated company that has changed its entire architecture, building seamless, interconnected services and experiences, not just products, for consumers

social media marketing in-house to gain a deeper understanding on how its consumers interact with the brand on its owned social networks such as Nike Plus as well as on third party platforms.

“You know, wherever there is a good place to learn about the body, we're looking at it”

Nike is now looking for novel ways to create more motivational tools in its digital arsenal:

Body controlled music listening

Body performance feedback through audio

Heart rate feedback through audio or visual feedback

Nike Digital Strategy is based on three areas: digital brand connections, to interacte with a consumer on a one-to-one basis digital sports and services, to do things like the FuelBand (also advanced In-store services) digital commerce, to provide greater access to the brand

more than 70 separate brand sites online combined into a single destination to shop and connect with the NIKE Brand

to streamline and accelerate the shopping experience

integrated social media platforms to connect consumers to NIKE athletes

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classic advertising spendings on in the U.S. have been dropped continuously, even as its total marketing budget has steadily climbed upward to hit a record $2.4 billion in 2011

It spent 800 Mio $ on “nontraditional” advertising in 2010

no reliance on top-down campaigns celebrating a single hit. In their place is a whole new repertoire of interactive elements to communicate directly with its consumers (direct-to-consumers)

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2006: Erste Nike+ Plattform, Schuhsensor mit iPod

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“It doesn't become a sophisticated, beautiful product just because CEO Parker admired a leathery wristband”

2006 Nike+ Sportkit: Nike engineers started noticing everyone on the Oregon campus using iPods, teams at Nike and Apple met to hash out a simple idea: synchronize jogging data with an iPod. Steve Jobs loved the idea

INFO: “Fuelband is a dramatic new vision for how digital technology inspires and connects athletes everywhere. “

FuelBand, for example, which rolled out in January after an intense two years of development, is a accelerometer you wear on your wrist that tracks your activity and energy expenditures and translates them into "Nike Fuel." Users can sync the device to a computer or mobile phone, use software to create and manage exercise goals, and upload the data to the Nike+ website—enabling a seamless, dynamic, data-heavy, self-sustaining workout routine.

Activities are measured the same way for everyone, regardless of how many calories are burned

#Nike engineers used the data to develop the proprietary algorithms that track accelerometer data accompanying each uptake of oxygen. That forged a relationship between physical movements and oxygen data in which each activity has a recognized accelerometry pattern.

The band itself is made of a thermoplastic rubber called TPE and polypropelene, a plastic often used in dishwasher-safe food containers. There are 20 LED lights which turn from red to yellow and then green throughout the day — assuming you reach the NikeFuel goal set on your profile. (Nike has software for smartphones and desktop that the FuelBand can be registered with). In addition, another 100 white LED lights reveal time, Fuel points, calories and steps taken — you can cycle through each of these via the FuelBand’s single button.

Inside the band is a triaxial accelerometer. If this sounds foreign, don’t worry — your iPhone has one, too. Basically, it can sense the movement of a device and the tilt at which it is held

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Nike+ is an opportunity for the firm to improve its understanding of the consumer’s needs and tastes

learning things we’ve never known before: In the winter, people in the US run more often than those in Europe and Africa, but for shorter distances The average duration of a run worldwide is 35 minutes most popular Nike+ Powersong, which runners can set to give them extra motivation, is ‘Pump It’ by the Black Eyed Peas

in 2013 Nike+ community has over 18 Million members tracking their activities with fuelband, sportwatch or training app

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deeply immersive and connected products like Nike Fuelband essentially become the company's de facto marketing

It creates a link so much stronger than anything you could ever say in a communication

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Sales from digital products, such as the Nike FuelBand and digitally enabled shoes, remain a blip in Nike's overall revenue

footwear is still king in Nike's $25.3 billion empire. Apparel sales are a distant second

Equipment brings in significantly less revenue for Nike — just $608 million compared to $6.4 and $3.3 billion, respectively, for shoes and apparel in 2011

Nike saw an 18% rise in profits for the 2012 fiscal year after introduction of the Nike+ FuelBand

Nike's specific requests to partners included: its red-to-green color scheme; the idea of Fuel points, a dead-simple interface without excessive metrics, learned from NIKEs experience with earlier digital products, for which 30% of users turned off calorie tracking

Nike's role was between a coach and a traffic cop

during that process, "Nike was the ultimate creative director”

Astro Studios, industrial design firm, developed the wristband

Whipsaw embedded 120 LED lights in the bracelet (to look like an old-time scoreboard)

Synapse developed a curved lithium battery

Arizona State University developed the “oxigen kinetics” (correlate certain motions with oxygen demand) Glen Gaesser, an exercise and wellness professor at Arizona State University A study at Arizona State University monitored participants’ oxygen consumption on several sporting activities in order to correlate certain motions with oxygen demand

R/GA – longterm digtal marketing agency of NIKE s R/GA was tasked with the interactive experience and toyed with making Fuel points spendable A collaboration between R/GA and Nike+ used product innovation as a framework for advertising there has never been a way to measure activity, and Nike wanted to change that RG/A designed the entire user experience for this device that tracks daily activity using a universal metric ­ Fuel Data visualizations show where users were most active daily, weekly, monthly and beyond utilizing Bluetooth technology to sync the Fuel wirelessly to the user's platform of choice